Mewt (SuperPe)
End-to-end UX redesign of a B2B fintech app serving small businesses; defining the ICP, mapping user journeys, and delivering 23% growth in Daily Active Users. 5 core pain points resolved. 3-month sprint.
Objective
Objective of the project is to identify the Ideal Customer Profile (ICP) and tailor Mewt's (now known as SuperPe) crude & buggy Mobile App for better usability & aesthetics to drive more conversion & usage. Engaged through F1 Studioz as part of a 3-person design team supporting SuperPe's mobile redesign.
Client
SuperPe (through F1 Studioz agency)
Year
2022
Timeline
~3 months
Industry
Fin-Tech
Scope
Mobile App design, Stakeholder management
Role
UX Design Intern
Team Size
3 UX Designers, 1 PM
Outcome
~23% increase in Daily Active User (DAU)
About Mewt
A startup emerged in the year 2021, Mewt is Digital bank for businesses with valuation of $22M as on June 2022. It enables MSMEs to connect accounts from multiple financial institutions into a single platform. It features protected transactions, revolvable lines of credit, real-time notifications, e-cheques and more. It provides an app-based platform that is available on Android devices.
Given Scenario
-
Crude & primitive design of Mewt App.
-
Buggy usability & functionality.
-
Lack of better visuals.
Personae
About Mr. Sham
Sham is a wholesaler since 10 years. As part of an extremely hectic schedule, he purchases goods from the manufacturers and re-sells it to the Kirana stores in his locality everyday. With multiple threads of transactions, he has hard time managing the records. Although he prefers to use cash, growing trend of UPI & Wallet based transactions have made him adopt online transfers. He deals with numerous transactions daily involving huge amount of money for bulk orders.
User Goals
Unlimited smooth transactions
To make unlimited daily transactions successfully without money getting stuck.
Easily use the platform
To schedule of configure recurring payments with reminders.
Access Balance & History
To view & analyze detailed transaction history & balance whenever required.
Need Customer support
Get a real answer when something goes wrong with a transaction, not a dead end.
Schedule
Payments
Set up recurring payments in advance so vendor payments never get missed.
User Pain Points
Lack of
assurance
SMS does not appear after the transaction is done, creating anxiety.
Buggy
experience
Delay in reflecting money in the app and frequent transaction errors.
Unable to view history
Can’t find any option for running statements or viewing all in the list.
Manual efforts to remember
Remember to pay the vendors on time and remind others for contributions.
Poor customer service
Customer service is not competent enough to solve problems.
Empathy Mapping
Mapped user emotions across the transaction lifecycle, from initiating a payment to confirming it landed, to pinpoint exactly where anxiety and friction peaked. The biggest spike: the silent gap after sending money, with no confirmation that it had gone through.
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User Journey Mapping
Mr. Sham's primary goal is to make a payment and check the balance history. User journey mapping provides a clear insight on the task flows between the user, Mewt, and their customers.
Information Architecture
As part of the process, information architecture is plotted for better understanding of the overall number of pages & flows for the App. Number of items in a single entity is kept to minimal to avoid burying information.
All Wireframes
Wireframed the core flows first, payments, balance check, and transaction history, since these covered the majority of Mr. Sham's daily tasks. Kept each screen to a single primary action so nothing competed for attention in a high-stress, money-moving context.
Explorations
Based on brainstorming, UX Reports, endless discussions and Data, the team identified key opportunity areas & recommendations for the new Website.
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Final Design
Mr. Sham's primary goal is to make a payment and check the balance history. User journey mapping provides a clear insight on the task flows between the user, Mewt, and their customers.
